“One of the ways the market has failed farmers is that over the last 40 years, the average C price has essentially remained static. Static. Meaning that the average cost for a pound of green coffee in 1975, for instance, is the same that it is today-around $1.40 FOB,” Kickapoo founders and co-owners Caleb Nicholes and TJ Semanchin wrote in the announcement. “During that same period of time, the costs of production and daily living expenses for farmers have continued to increase. When you adjust for inflation, farmers in 1975 were actually getting paid $6 or $7 a pound in today’s dollars. On the whole, farmers are making less, while spending more to produce coffee.”